KRAFT DINNER
Spoon KD

IDEA:
The world is divided over how to eat Kraft Dinner, with 43% choosing spoons over forks. But for over 50 years KD had only ever showed it being served with a fork. So we launched Spoon KD, a brand new product just for spoon eaters by making one small change, swapping the fork on the box with a spoon. We issued a nationwide apology for not representing spoon eaters with a newspaper ad and an OOH campaign. 5.7 million boxes of Spoon KD were sold in stores across the country. And while we may have reignited a national debate, all Canadians finally had a KD for their preferred utensil.